Some people in the industry are still not entirely convinced about the benefits that it brings.
According to an analyst from Forrester Research, even though social media marketing has been around for almost a decade, many marketers are still questioning its benefits and there are still more who feel that their campaigns are failing than succeeding.
The analyst, Nate Elliott, published this statement in his most recent report, at a time when the channel has never been bigger.
This has caused many to ask questions regarding what is making social media marketing so difficult to use in a successful way. There were many different responses that were provided in the Forrester study, ranging from budget to return on investment and a number of other areas. It is clear that there are many different means by which to decide whether or not a campaign has been successful, and a standard has not yet been created.
Social media marketing has a number of challenges that are making marketers feel uncertain.
Within the Forrester study, participants were asked to identify their top three challenges when it came to social media marketing. The answer provided a number of different areas, including the following:
• ROI (38 percent)
• Measurement (35 percent)
• Lack of internal resources, such as workers (34 percent)
• Lack of budget (25 percent)
• Integrating social media marketing with other channels (24 percent)
• Lack of time (23 percent)
The social media marketing industry doesn’t typically enjoy focusing on the struggles that businesses and brands are continuing to experience in its use. However, at the same time, the challenges are not suggesting that the channel is not worthwhile. Instead, it merely indicates that the channel is not a magical cure for all advertising and promotion issues that have been seen in other areas. It has reached a time in which it is being recognized as a useful, but not perfect way to connect with consumers, as is the case with virtually every other mature marketing channel. Furthermore, it still remains very unique from any other method of reaching consumers, which means that there is still a learning curve for applying it properly.
Google Glass may have something to offer in the way of mobile commerce
Google Glass has been receiving a great deal of attention for its potential as a powerful social platform. The device’s augmented reality features certainly lend credence to this as they would, quite literally, change the way people see the world around them and interact with people in that world. Indeed, it is often the association that augmented reality has with entertainment and social networking that wins Glass most of its attention. The device may, however, have promising prospects in the realm of mobile commerce.
Forrester Research report highlights marketing and commerce possibilities
Mobile commerce is not a topic that is often highlighted in conversations concerning Google Glass. Glass is, essentially, a mobile device that can support a wide range of applications, which immediately makes it much more than a simple entertainment or social networking platform. Forrester Research, a leading market research firm, has released a new report concerning Google Glass that suggests that the device could eventually serve as a powerful mobile commerce platform.
Augmented reality could be used to create a new shopping experience
The Forrester Research report suggests that there are many marketing opportunities that exist with Google Glass, but also opportunities in the realm of mobile commerce. The device leverages augmented reality, which has been used in the retail sector in the past to enhance the shopping experience of consumers. The report suggests that the technology can be used in the same way with Google Glass, allowing consumers to shop for products with Glass acting as a sort of virtual shopping assistant. Moreover, Google’s strong interest in mobile commerce may herald the introduction of mobile payment services that are specifically designed for Glass.
Report makes note of strong marketing opportunities with Glass
The Forrester Research report highlights the marketing potential of Google Glass. The report notes that the device’s location-based technologies and services could be especially useful to advertisers that are attempting to develop more targeted campaigns. The full potential of Google Glass is not likely to be realized any time soon, however, as the device itself is still a ways off from actually being released into the market.
